Val Morgan has launched a new sales intelligence tool designed to help brands better understand the real-world sales impact of their campaigns, moving beyond traditional media metrics to deliver a more comprehensive view of marketing performance.
The tool is the latest development within Val Morgan’s cross-channel audience measurement platform, Validate, which was first announced last year. It aims to give marketers clearer visibility over return on investment across VMO and Val Morgan Cinema campaigns by linking media exposure directly to in-market behaviour and sales outcomes.
Unlike standard reporting focused on impressions and reach, the new capability measures performance in context. It benchmarks campaign results against a range of business-specific outcomes across the brand, category and competitor set, allowing advertisers to identify where they are driving growth and which competitors they may be taking share from.
The Validate sales intelligence tool delivers insights across multiple retail environments, including grocery, pharmacy, petrol, convenience, beauty, alcohol and department stores.
“FMCG and retail marketers want full clarity on their campaign performance and we’re the only publisher delivering a truly comprehensive view of sales attribution across the entire retail landscape,” Paul Butler, Managing Director of VMO, said.
“For a grocery brand, that means not just visibility into Coles or Woolworths, but performance data also spanning Aldi, Costco, IGA, Harris Farm and beyond.”
He said when you add the ability to track performance across a brand’s own portfolio and benchmark against competitor products, “the level of granularity is truly unmatched in the market.”
The product has already been trialled with two Omnicom Media (OM) foundation clients, PepsiCo and Telfast. Early results demonstrate the value of connecting media exposure to in-market behaviour and sales performance.
For Pepsi Max, Validate measurement confirmed an uplift in average weekly sales value among exposed audiences compared to non-exposed groups. Performance was stronger again when audiences were reached across multiple channels, with positive outcomes also recorded against the competitor set.
“Val Morgan’s sales intelligence tool gives us a clearer read on who we are influencing, how that compares within our category and competitor set, and the confidence to turn those insights into sharper planning for what comes next,” Carolyn Baveystock, Head of Media and Data, PepsiCo ANZ said.
Emma Wood, Head of Media Partnerships, PHD said, “Being one of the first to trial the tool as a foundation partner has given us greater clarity and confidence in our investment decisions. It’s helped us connect activity to outcomes more holistically, strengthen our effectiveness story with real evidence, and capture the insights that matter most, so our campaigns become smarter, faster.”
The Validate sales intelligence tool is now available to brands as part of Val Morgan campaign solutions, with further updates expected to be announced in mid-2026.
